On November 4, Absolut Elyx celebrated its five-year partnership with Water for People in New York City, with the exclusive debut of a 25-foot, pop-up vintage water truck and retail boutique. The truck will embark on a three-city tour of the country in November and December.
Elyx is one of the first spirits brands to move beyond product into lifestyle retail with a social consciousness. The pop-up truck will sell Elyx’s limited-edition copper pineapples, which not only are the universal symbol of hospitality, but add a playful twist to the cocktail world. As part of Elyx’s philanthropy campaign with Water For People, an international non-profit dedicated to providing access to safe water in developing countries, a portion of the proceeds will go directly to the organization’s work.
Every bottle of Elyx sold will provide access to one week of safe water (140 liters) to someone in need. For every copper pineapple-drinking vessel sold, access to one month of water (560 liters) will be provided. After viewing the pop-up, complete with bar and rolling retail boutique, invited guests ventured upstairs to the ultra-exclusive Absolut Elyx House to sample drinks and light bites as part of the celebration.
Look for the Elyx pop-truck in Los Angeles on November 19-21 and Miami from December 3-5 during Art Basel. The limited edition copper pineapples will retail at $119.99 for a limited edition gift box set with 750ml bottle.